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Built to Love by Jonathan Cagan, Peter Boatwright

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CHAPTER 8Meeting Societal Needs:Positive Roles for Emotion

Emotion is fundamental to all that is human, a fact that people recognize, appreciate, and enjoy. Sights, sounds, and surfaces stimulate us through touchpoints; there is no engaging product or activity that does not evoke some aspect of our emotions. Although we all understand that we are emotional beings, what has been poorly understood to date is the extent of the opportunity companies have to provide emotions in products.

Product development as a field has concentrated on how to create products that are of high quality, with desirable functional attributes and characteristics. The nonfunctional part of product development—emotional benefits—often has been seen as some kind of black ...

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